NEW YORK CITY (January 27, 2015) –
New York Organ Donor Network (NYODN) announced today that it is rebranding to LiveOnNY (Live On New York); a name that brings to the foreground the power and positivity of the work the organization does to save and improve lives through organ and tissue donation and transplantation in the greater New York metropolitan area.
The new name, LiveOnNY, conveys the duality and positivity of donation. “We are an organization doing important and positive work. We wanted a name that was a simple and powerful expression of what we do,” said Helen Irving, President and CEO of LiveOnNY. “Through donation, we help recipients and donors to live on. Recipients live on through the selfless act of donors. Donors live on through a legacy made even stronger as a result of their donation, and they live on through others.”
Inside & Out
The new brand and look are products of the evolution of the organization on the inside. With the goal of serving its community even more effectively, the organization has changed the way it works. LiveOnNY has enhanced its internal professional development and training programs, strengthened its hospital and healthcare staff education efforts, placed greater resources against innovation, improved internal processes, and strategically increased and shifted staffing.
Over 37 years, LiveOnNY has helped to save 20,000 lives through organ donation and improve a half-million more through tissue donation. LiveOnNY is a leader with regard to the number of lives saved through organ donation. Equally as important, the organization has provided support and guidance to thousands of families at the time those families were considering donation on behalf of a loved one. Further, for thousands of families of those who have donated organs, LiveOnNY has provided services for years following donation.
New Marketing Campaign
Part of the organization’s challenge is to inspire New Yorkers to act on their positive feelings for donation. Eighty-three percent of New Yorkers support donation, but just 24 percent are registered. And, as the organization and brand evolve, so too, has the marketing. In an effort to move the community to action, LiveOnNY launched a new marketing campaign, “Long Live New York,” in October 2014. The centerpiece of the campaign is a 90-second animated film directed by Oscar-winning director Laurent Witz (Mr. Hublot, 2014). In a short time, the spot, which has aired online, in movie theaters, and on TV, has already been recognized for excellence by AdWeek, Fast Company Co.Create, Huffington Post, and Shoot Online. Complementing the 90-second spot is an online campaign site (LongLiveNY.org) designed to educate New Yorkers, facilitate online enrollment, and share volunteer and advocacy opportunities. The campaign also features 30-second spots in local DMV offices, ads on the subway, Metro-North, and LIRR, and street-side exhibit stands.
To register to be an organ donor, or to learn more about LiveOnNY, please visit www.LiveOnNY.org
LiveOnNY, formerly New York Organ Donor Network, is the nonprofit, federally designated organ procurement organization (OPO) for the greater New York Metropolitan area. Established in 1978, LiveOnNY is the second largest OPO in the United States, serving a culturally and ethnically diverse population of 13 million residents in New York City, Long Island and the lower Hudson Valley. Working closely with transplant centers and hospitals, we coordinate organ, eye, and tissue donation for transplant in the New York region; educate the public and health care professionals about donation and transplantation; and promote the importance of signing up on the New York State Donate Life Registry. We work closely with 10 transplant centers, 98 hospitals, and various tissue and eye banks. LiveOnNY is accredited by the Association of Organ Procurement Organizations (AOPO) and a member of the United Network for Organ Sharing (UNOS), which oversees the organ transplant waiting list in the U.S.